Wednesday, April 02, 2014

FIR B2B Show #6: Marketers Struggle With Reinvention; Plus Euromoney’s Marissa Pick

FIR B2BPaul Gillin and Allan Schoenberg host the FIR B2B podcast. In this episode:

News & Trends

It’s our “bad news for marketers” show, although the theme was unintentional. It’s just that a lot of recent news we’ve seen has cast B2B marketers in a rather unfavorable light. Highlights:

Even though most B2B companies have a lead-generation process in place, just 9% of B2B marketers say they are highly effective at generating leads, according to a study from research firm Demand Metric. This tends to confirm comments made by Dan McDade in FIR B2B #5 about how marketing often drops the ball on lead quality.

Even though CMOs believe that advanced analytics will play a significant role in helping them reach their goals, most feel their organizations are not in a position to leverage data to its full extent to gain a deeper understanding of the customer, according to a new study from IBM. Here’s a link to the report.

A new Adobe study says marketers see a need to reinvent themselves but don’t know how to do it. Data analytics skills are seen as vital. “A majority of marketers (76 percent) reported they need to be more data-focused to succeed; however, 49 percent said they rely on ‘trusting my gut’ when making budget decisions. Seventy-two percent of marketers said their long-term success is tied to proving marketing return on investment.”

A new research study of 350 business buyers by the CMO Council and Netline finds that third-party sources heavily influence B2B buying decisions. That’s not surprising, but what’s depressing is that only 9% said vendors are trusted sources of content. “Marketing executives unanimously agreed that a solid content strategy is imperative for building awareness it requires them to position themselves as trusted experts in their field,” the report concludes.

LinkedIn has launched new tools to help B2B marketers gauge content performance. They give brands a single score to gauge the effectiveness of multiple pieces of paid and organic content on LinkedIn, including company pages, LinkedIn groups, Influencer posts, employee updates and Sponsored Updates. It’s another useful new service from the B2B social network of choice. BTW, listen to the latest episode of Chuck Hester’s Linked Conversations to learn what LinkedIn’s “retirement” of the Products & Services tab in company profiles means to marketers.

Special Guest: Marissa Pick

Our special guest this week is Marissa Pick, Senior Social Media Marketing Manager at Euromoney Institutional Investor.  Marissa advises more than 100 global businesses internally on best practices to help drive traffic, membership, engagement, and ROI from social media effort across publications, events businesses, and other internal programs. Her internal clients span a huge range of market-specific publications and services. Marissa talks about the many channels Euromoney uses for promotion and the surprising power of Facebook as both a word-of-mouth and paid advertising channel.  Follow Marissa on Twitter.

Closing Rant

In our closing rant Paul Gillin picks up on a post by Danny Sullivan that calls out Google for penalizing a blogger’s entire site because of one allegedly spammy link posted nearly a year ago. Paul supports Google’s focus on quality content but believes the search giant needs to be more transparent about what is and isn’t permissible.


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About Your Hosts

Paul GillinPaul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

Allan SchoenbergAllan Schoenberg is based in London and responsible for managing the international media relations, issues management and brand communications for CME Group, the world’s leading and most diverse financial marketplace. He was instrumental in launching the company’s social media activity in 2007 and continues to lead its social strategy and online community engagement. He has more than 20 years of experience in B2B communications, including his work for Accenture, Edelman Worldwide and Fleishman Hillard.

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR B2B is brought to you with Lawrence Ragan Communications,serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Paul Gillin on 04/02 at 11:35 AM
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Tuesday, April 01, 2014

FIR presents Linked Conversations with Chuck Hester,  Episode 12: April 1, 2014

Linked ConversationsWelcome to the latest episode of Linked Conversations with Chuck Hester.

This episode is a little different, as I’m devoting the entire show to the news that LinkedIn is drastically changing Company Pages by removing the Products and Services tab on April 14, 2014. I’ll explain what they are doing instead, discuss the ramifications for LinkedIn Company Page administrators (and small companies who do it themselves) and take LinkedIn to task on how they made the change known to LinkedIn users.

More information about the change can be found at this link in the LinkedIn Help section.

Showcase Page information can be found in this LinkedIn blog post from November, 2013.

Be sure to check out LinkedConversations’ Google+ community and our LinkedIn Group: “The Podcast I Can’t Name Due to the Rules Group!”

So thanks for listening and if you like what you hear, spread the word!

Get this podcast:

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

Check the FIR website for information about other FIR podcasts. To receive all podcasts in the FIR Podcast Network, subscribe to the "everything" RSS feed.

FIR presents LinkedConversations with Chuck Hester is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by shel on 04/01 at 11:31 AM
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Monday, March 31, 2014

Thought Leadership with Mitchell Levy and Michael Procopio, Episode 16: Mar 31, 2014

Thought Leadership with Mitchell and MichaelIn this episode of Thought Leadership with Mitchell and Michael (hashtag #ThoughLeadership) we interview Willis Turner CEO of SMEI.

In this episode, Mitchell and Michael speak with thought leader Matt Heinz (@HeinzMarketing) about some of the secrets to a successful social selling career. Matt, who belongs to the elite Forbes’ list of top 30 social selling influencers, describes himself as someone who has been doing B2B sales and marketing most of his life and who understands the language of sales.

More about Matt on LinkedIn

Matt HeinzSome Tweetable Moments from the show:

  • Sustain attention by re-purposing content, curating content and making yourself open and accessible
  • It takes years of hard work to provide value to grow your followers organically
  • Engage on LinkedIn and Facebook, when you provide your followers attention, you will turn your future advocates into advocates

Join us 11 am PT / 2 pm ET / 7 pm GMT on Saturday every week. The show blog is Thought Leader Life.

Any comments or suggestions for the show please send them. Thank you for listening and if you like what you hear, please leave a review on iTunes! 

This episode was sponsored, in part, by THiNKaha.com, helping experts become thought leaders.

You can connect with Mitchell at MitchellLevy.com, @HappyAbout on Twitter, or join his Thought Leadership Best Practices Group on LinkedIn; and with Michael at MProcopio.com, on Twitter:@MichaelProcopio; or LinkedIn: LinkedIn.com/in/MichaelProcopio.

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FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR presents Thought Leadership with Mitchell and Michael is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Michael Procopio on 03/31 at 06:14 PM
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Kurt Shaver on AMP UP your Social Media #21

AMP UP Your Social MediaKurt Shaver is the founder of The Sales Foundry. The Sales Foundry helps companies increase sales by implementing advanced Social Selling techniques and tools like LinkedIn to connect with more decision makers. Kurt recently joined AMP Up Your Social Media’s host Glenn Gaudet to discuss how salespeople can use social media to increase sales.

“I tell salespeople to focus their efforts on growing their networks.”

Kurt offers these tips to help salespeople grow their presence on LinkedIn:

  1. Create a good looking profile. Spend some time making your profile robust with information about you, videos you created, blogs you wrote, publications you have been published in, etc.
  2. Grow your network. You want a strong network made of both quality and quantity. Establish contacts and build report. Personalize your message when you send them a connection request. Ex: “Hey Glenn, I really liked your blog post you wrote about staffing needs.” Then mention why you want to connect and how you think the other person will benefit from connecting with you.
  3. Repurpose and leverage content. Take the information that you have been given from your marketing team and sales managers and repurpose that content into LinkedIn posts: Ex: facts from a PowerPoint, testimonials from emails, etc.

Connect with Kurt on Linked or find him on Twitter at @kurtshaver.

About Kurt Shaver

Kurt ShaverKurt Shaver is founder of The Sales Foundry, a sales training company that helps businesses build social selling cultures. He brings an in-depth understanding of social selling technologies and real-world experience gained over 20 years in corporate sales and sales management. He is the creator of the 30-Day Social Selling Boot Camp and the “Social Selling Superstars podcast. Before starting The Sales Foundry in 2008, Kurt sold multi-million dollar networks for AT&T, led sales at two dot.com start-ups, and was VP of Sales for a security software vendor.

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Tweet about the show using #AUYSM or Tweet at us @AMPUpSocial. AMP Up Your Social Media is a proud member of the FIR Podcast Network.

FIR Community on Google PlusShare your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

Join the AMP Up Your Social Media Google Plus community or Facebook group. You can send us an instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

Check the FIR website for information about other FIR podcasts. To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed.

AMP UP Your Social Media is sponsored by:

  • GaggleAMP - Empower your employees, partners and resellers to amplify your social media.
  • SafeLinks - Know when your links on social media messages fail before you lose out on the people clicking on them.

The FIR Podcast Network is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: http://www.ragan.com

Posted by shel on 03/31 at 04:25 PM
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The Hobson & Holtz Report - Podcast #749: March 31, 2014

FIRIntro: Neville’s away; our guest co-host is Olivier Blanchard, a brand management and digital communications consultant to companies and agencies around the world.

Quick News: Google Glass in talks with Luxottica, makers of Ray Ban and Oakley sunglasses; USC’s Annenberg journalism school will offer a Google Glass course; Facebook acquires Oculus Rift (and creates some confusion); will Twitter do away with the @ and #?; Neville talks about two interviews he has conducted; Ragan promo;

News That Fits: With all that big data floating around, sentiment analysis is getting easier; Michael Netzley’s Asia Report looks at the growing tension between Malaysia and China as a result of the missing Malaysian airliner; the death of Facebook organic reach and the shift from earned media to paid media the Media Monitoring Minute with CustomScoop; listener comments from Rachel Miller and Michael Procopio, as well as the FIR Podcast Community on Google+; Dan York’s Tech Report explores Turkey’s banning of Twitter and YouTube expanding into a larger attack against the Internet’s infrastructure; a look at what the FIR Podcast Network has had to offer in the last week; Olivier talks about his new work of fiction;

Outro: Music from Make the Girl Dance; and more.

About our guest co-host

Olivier BlanchardOlivier Blanchard is a global business consultant who specializes in brand strategy, marketing management, social business integration, and change management. He helps companies and their strategic partners understand how to develop effective digital strategies, properly deploy social business capabilities across their organizations, and align their programs to business goals and objectives. He is a sought after speaker and the author of the #1 social business desk reference for digital managers and business executives: Social Media ROI: Managing and Measuring Social Media Efforts In Your Organization (Que/Pearson). Olivier is also an avid cyclist and a novelist. His first foray into fiction, The Peacemakers, is the first of three volumes in his Jules Verne and H.G. Wells inspired The Nemesis Engines series, which combines historical fiction, adventure and a dash of sci-fi. When he isn’t traveling, Olivier lives in Greenville, SC with his wife, two children and three chihuahuas.

Connect with Olivier on Twitter at @TheBrandBuilder.

The PeacemakersOlivier’s new novel is The Peacemakers, the first of a three-volume series titled, The Nemesis Engines. The Amazon.com description of the book begins, “1915 – While all eyes are on Europe’s battlefields, scientists, anti-war industrialists and financiers all around the world are vanishing without a trace, and rumors of a plot to provide Germany with devastating new weapons have forced Britain’s intelligence services into a frantic, desperate race to hunt down and stop a new faceless enemy.”

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Messages from our sponsors: FIR is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years, www.ragan.com; Save time with the CustomScoop online clipping service: sign up for your free two-week trial at www.customscoop.com/fir; Igloo Software, providers of an intranet you’ll actually like, delivered securely with our cloud platform: learn more at www.igloosoftware.com/fir.

For Immediate Release: The Hobson and Holtz Report for March 31, 2014: A 102-minute podcast recorded live from Concord, California, USA, and Greenville, South Carolina.

Links to websites, blog posts and other content we discuss in the show are posted as Delicious bookmarks to facilitate your connection with the discussions and sharing of that content.

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the "everything" RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

So, until Monday April 7…

Posted by shel on 03/31 at 02:58 PM
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FIR on Higher Education #7: Interview with Eric Schwartzman on How to Create Engaging Online Classes

Anyone can create an online course. Making it an engaging and educational experience is a whole other question.

In FIR on Higher Education episode 7, Comply Socially Founder Eric Schwartzman talks about how to make content interesting and educational in an online learning format. Eric has been conducting social media trainings in different parts of the world for several years. He recently took his courses online through his company which helps employers manage risk and scale engagement through innovative online social media training courseware.  He talks about how to deliver curriculum online versus in person, the importance of high quality production and the future of MOOCs, among other related topics.

Also on episode 7, Harry Hawk gives an update on how he has integrated Twitter into his classroom, while I provide a short book review on why Gini Dietrich’s new book Spin Sucks is an important read for higher education communicators, administrators and academics.

About Eric Schwartzman
Eric is the Founder and CEO of Comply Socially, which helps employers manage risk and scale engagement through innovative online social media training courseware. He is also the best-selling coauthor of Social Marketing to the Business Customer, the first book devoted exclusively to B2B social media communications. He’s been conducting live social media training programs to accelerate digital literacy in the workplace since 2004 and introduced online social media training in January 2013.

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About Your Host

Kevin AnselmoKevin Anselmo is the Founder and Principal of Experiential Communications, a consultancy focused on education. He helps brands within academia - whether individual or corporate - communicate with stakeholders. He also teaches communications and public relations workshops to different individuals and groups.

Previously, Kevin was Director of Public Relations for Duke University’s Fuqua School of Business and prior to that managed the media relations for IMD Business School in Switzerland. In addition, he was an adjunct communications professor at Nyack College in New York.

Currently based in Chapel Hill, North Carolina, Kevin lived and worked in Switzerland for eight years and in Germany for two years. He has led public relations initiatives in various countries around the world.

Find Kevin on Twitter: @kevinanselmo.

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR on Higher Education is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Kevin Anselmo on 03/31 at 04:16 AM
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FIR Interview: Jay Lauf, Publisher, Quartz magazine

In September 2012, Quartz entered the evolving mainstream media landscape with its offering, a digital business magazine intended primarily for consumption on tablets and other mobile devices.

There is no print edition.

Quartz

In the eighteen months since the launch of Quartz - what it described as "a new type of publication in the new global economy for a new class of global business executive" - the digital magazine now reaches five million readers globally, according to publisher Jay Lauf, with 42 percent of this number outside the US, illustrating the strong international attraction of the magazine.

On the advertising front - Quartz’ revenue model is based on attracting the right advertisers that enable the magazine to be available free to readers - there are now over 50 international blue-chip companies participating, according to Lauf, ranging from car makers such as Porsche, Land Rover and Cadillac; to Goldman Sachs, Credit Suisse, Bank of America and UBS in the financial sector; Siemens, Boeing, GE and Exxon in global industrials; and luxury goods makers like Ralph Lauren and Rolex.

In this FIR Interview, co-host Neville Hobson spoke with Jay Lauf in a wide-ranging conversation that includes Lauf’s assessment of the media landscape of which Quartz is a disruptive part, how Quartz leverages the social web, and the future of print ("I don’t believe print will completely die out," he says); and an assessment of Quartz’ advertising model that, certainly from a reader’s perspective, is unlike most other advertising-supported digital media - with Quartz, you won’t find a pop-up ad, a flashing banner, or a sudden auto-playing video: instead, you have discreet and, often, elegant advertising that feels part of the magazine.

The conversation also covered brand journalism (with a look at the Wall Street Journal’s model of experimentation in this area), and the future for the mainstream media where the barriers to entry (and exit) in this evolving, tumultuous landscape have never been lower.

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About our Conversation Partner

Jay LaufJay Lauf is Publisher of Quartz and SVP of Atlantic Media. In his role, he oversees Quartz’s business operations and acts as a senior advisor to Atlantic Media on corporate initiatives.

Lauf assumed the role at Quartz when the digital, global, business news publication launched in September 2012. Under Lauf, Quartz’s innovative advertising has garnered awards and honors from Digiday, AdWeek, the Headliner awards, Deadline Club and more.

Prior to his role at Quartz, Lauf led The Atlantic’s revitalization as its Publisher. Under his direction, the publication attained its first profit in decades and transitioned The Atlantic to a "digital-first" brand earning the label from Ad Age: "an ultra-modern, multi-platform juggernaut".

Lauf has twice been named one of "The Most Intriguing People in Media" by minOnline (2010 & 2013), "Publisher of the Year" by AdWeek (2012), a part of the "Digital Team of the Year" by minOnline (2012) and "Publishing Executive of the Year" by AdAge (2010).

Connect with Jay on Twitter: @jlauf.

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

Check the FIR website for information about other FIR podcasts. To receive all podcasts in the FIR Podcast Network, subscribe to the "everything" RSS feed.

This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Podsafe music - On A Podcast Instrumental Mix (MP3, 5Mb) by Cruisebox.

Posted by neville on 03/31 at 01:01 AM
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